Gymification - Inducing Intrinsic Motivation through a Gamified Gym Application

Abstract: Abstract Background:  Both the fitness and gamification industry are booming with no signs of slowing down in the near future. Gamified applications are entering the markets, attempting to induce gameful elements into tedious environments to enhance intrinsic motivation. The same goes for the gym sector, as market leaders, such as the Swedish gym chain Nordic Wellness, are increasingly implementing gamification elements into their business models.   Problem: The true effectiveness of gamification on intrinsic motivation remains underdeveloped. Literature highlights the necessity of adapting gamification design towards the end-user, by considering the different effects from the individual game elements and the context. However, the gym context has been completely neglected, even though gamification has become increasingly utilized in this sector.     Purpose: The purpose of this study is to increase the body of knowledge on how extrinsic mechanisms such as gamification can influence intrinsic motivation. This study utilizes the context of a gamified gym application for Nordic Wellness to determine the motivational potential of game elements. Thereby, the research team attempts to add to the body of literature by expanding on the effectiveness of gamification on intrinsic motivation, while also contributing through entering a currently undiscovered domain of gamification in the gym context.   Method: A qualitative approach with fifteen semi-structured interviews has been conducted on young Swedish adults attending the Swedish gym chain Nordic Wellness.   Results: The findings suggest Self-Determination Theory as a valid framework to examine the effects of gamification on intrinsic motivations. Through connecting the identified themes and theory, a framework is proposed for the evaluation on the effectiveness of game elements on intrinsic motivation. From evaluating the discussed game elements through this framework, recommendations are made for a gamified gym application that is argued to positively satisfy the psychological needs and therefore enhance the intrinsic motivations in a gym context.